Winning in sports, winning in business
editor
This article has been created in partnership with SPIRIT Slovenia business development agency
Maja Dragovic
From the Tour de France to the NBA courts and soon Euro 2024, Slovenian athletes keep garnering global acclaim, boosting the country’s prestige and economic opportunities on the world stage. Luka Dončić’s prowess on the basketball court is a perfect example of how sports shine a spotlight on a nation. "He (Luka Dončić) has made us in touch with how wonderful Slovenia is —what a great place it is to live, to work, to play. We didn’t know that before we met Luka," said Cynt Marshall, managing director of the Dallas Mavericks basketball team.
From the Tour de France to the NBA courts and soon Euro 2024, Slovenian athletes keep garnering global acclaim, boosting the country’s prestige and economic opportunities on the world stage. Luka Dončić’s prowess on the basketball court is a perfect example of how sports shine a spotlight on a nation. "He (Luka Dončić) has made us in touch with how wonderful Slovenia is —what a great place it is to live, to work, to play. We didn’t know that before we met Luka," said Cynt Marshall, managing director of the Dallas Mavericks basketball team.
Historically, sports have played a crucial role in enhancing national prestige, as seen during the Cold War, where athletic achievements were a proxy for ideological supremacy. A study by Jan Haut, Jonathan Grix, Paul Michael Brannagan, and Ivo van Hilvoorde underscores that sporting victories contribute significantly to a nation’s international reputation. For example, 78.2% of Germans believe that Olympic medals boost Germany’s global image, a sentiment echoed by Canadians around the 2010 Winter Olympics.
Beyond pride
But the impact of sporting success goes beyond the national pride. In nations as small as Slovenia, it helps boost the country’s global recognition. Performances by Tadej Pogačar and Primož Roglič in cycling have been nothing short of spectacular, attracting attention in every corner of the globe. Lance Armstrong, former cyclist, remarked on their impact following the 2020 Tour de France: “A great day for Slovenia. I mean, I don’t even remember whether I’ve ever cycled with any Slovenes. I don’t even know where Slovenia is… They were first and second! A remarkable day for Slovenia!” Armstrong’s astonishment highlights the extent to which these athletes have brought Slovenia into the global spotlight.
Luka Dončić, the NBA star, has similarly elevated Slovenia’s recognition in the United States. “Our inspiration for building strong business and friendly ties between Slovenia and Texas is undoubtedly Luka Dončić, who has won the hearts of the locals and significantly raised Slovenia’s visibility”, said Ajša Vodnik, chair of AmChams in Europe.
Mega events as platforms for business
On the heels of sporting success, major sporting events also serve as strategic platforms for economic diplomacy and business promotion. On the sidelines of Dallas Mavericks games in the NBA, SPIRIT Slovenia business development agency, the Ministry for Economy, Sports and Tourism, AmCham Slovenia and other partners organised Texas Feels Slovenia event in Dallas in 2023 and 2024 where Slovenia showcased its potential as an investment destination. More than 170 participants from a number of leading American companies attended the events. Following the event this year, Rok Capl, director of Slovenia Business (SPIRIT Slovenia business development agency) said : “We are delighted that so many American participants attended and recognised us as an important business destination, both in terms of creating new partnerships and investment opportunities. We are very pleased with their response and their positive surprise at the opportunities our country has to offer, as this is a great endorsement of the efforts and many activities we are carrying out in the US market.”
The upcoming Euro 2024 offers similar opportunities. The match between Slovenia and Serbia in Munich on 19 June will be leveraged to showcase Slovenian businesses to a German audience. Multiple organisations that include Ministry of Economy, Sports and Tourism, together with SPIRIT Slovenia, the Football Association of Slovenia, with the support of the Slovenian Tourist Board, the Embassy of the Republic of Slovenia in Germany, the Consulate General of the Republic of Slovenia in Munich, and the Slovenian-German Chamber of Commerce have joined forces to organise a business event where almost 45 companies have registered to attend, including German automotive giant Mercedes Benz.
The link
So, the importance of FDI in an economy is quite clean maths – in Slovenia, it represents 34% of its GDP. And while it is difficult to put a number on the link between sporting success and economic benefits, there could be some indications. For example, the trade between Slovenia and the USA increased since Luka Dončić joined the Dallas Mavericks in 2018. Between 2020 and 2023, exports to the USA increased from just over EUR 560m to just over EUR 855m. A pure coincidence? Maybe, but could be considered.
Helping hand
And in the midst of all the international promotion of Slovenia’s quality business environment, quality workforce and high quality of life, is SPIRIT Slovenia business development agency and a one-stop shop for all businesses and investors coming to the country. From providing the latest investment opportunities online, to offering comprehensive advice and information from start to finish, the agency ensures foreign companies and investors are well informed and supported. Attracting investors is important. But keeping them in the country is even more and the agency has a separate program for FDIs already in the country to offer continuous support and guidance.The agency also awards the annual FDI of the Year to recognise significant contributors to the Slovenian economy.
THE ADRIATIC
Serbia and Slovenia push for deeper economic integration
editor
Jan Tomše
At last week’s business forum on economic cooperation between Slovenia and Serbia, business representatives from both countries discussed untapped opportunities in both markets. Drawing on their strong historical ties, the participants repeatedly emphasised the solid foundation that both countries need to build upon.
Serbia and Slovenia are not competitors, but rather complement each other and the potential for economic cooperation is immense. However, strengthening of business relations is still hindered by excessive administrative barriers. Therefore, the Western Balkans, where both countries have strong economic interests, should be opened as much as possible, agreed the participants of the event organised by the Institute for Strategic Solutions in cooperation with the Chamber of Commerce of Serbia, Spirit Slovenia the public agency, and the Slovenian Chamber of Commerce.
Tine Kračun, director of the Institute for Strategic Solutions, emphasised that good economic cooperation between Serbia and Slovenia could be strengthened by more intensive integration of Western Balkan countries into the European Union, starting with the establishment of a common economic zone as soon as possible. According to Ana Marković, a representative of the Chamber of Commerce of Serbia in Slovenia, there are about 2,000 companies with Serbian capital operating in Slovenia. Slovenian economic involvement in Serbia is also strong, as Slovenian companies employ more than 20,000 workers in Serbia, noted Matjaž Han, Minister of Economy, Tourism, and Sport. Tomislav Momirović, Minister of Domestic and Foreign Trade of the Republic of Serbia, added that Serbian entrepreneurs understand and are familiar with the business philosophy and habits of the Slovenian market. Today, he said, Serbia has a growing economy seeking opportunities in foreign markets, with 550,000 more jobs in Serbia now than a decade ago.

Tine Kračun, director of the Institute for Strategic Solutions, advocated for the establishment of the common economic zone as soon as possible.
Jure Stojan, partner and director of development and research at ISR, highlighted the role Serbian scientist Mihajlo Pupin played in ensuring that Bled remains part of Slovenia. After World War I, during the Paris Peace Conference in 1919, Pupin negotiated with the then American President Woodrow Wilson to have the territory of the western part of the Julian Alps, including Jesenice, Bled, Bohinj, and Triglav, which was initially intended to be annexed to Italy, incorporated into the then Kingdom of Serbs, Croats, and Slovenes. Stojan also summarised in a brief analysis that there are markets where Slovenians and Serbs are each other’s sole buyers or suppliers. From 2005 to 2020, Serbian exports to Slovenia increased from 94 to 408 thousand tons of goods annually, while Slovenian exports to Serbia rose from 117 to 307 thousand tons annually.

Jure Stojan, DPhil, highlighted the historical ties of the two countries through Mihajlo Pupin’s role in ensuring Bled remained within Slovenian borders.
Rok Capl, Director of the Spirit Slovenia public agency, pointed to the Slovenia’s strong points including the best combination of labour force in Europe, that is more affordable and more productive than in the West. Nikola Janović, Director of International Cooperation at the Serbian Development Agency, noted that Germany is the biggest investor in Serbia today, followed by Slovenian, Italian, and Austrian investments, with an increasing presence of Chinese investments.
Where and how to invest?
Željko Stašević, Director of Kempinski Palace in Portorož, observed that Slovenia’s tourist capacities are far from being fully utilised, especially in high-end tourism. Similarly, Vukajlo Babić, owner and director of the Serbian construction company Inobačko, believes that Slovenian and Serbian companies can jointly enter third markets. Uroš Čop, partner and director at the law firm Senica Andersen, finds that there are no major consulting firms in the region, which they see as an opportunity for business growth. They offer tax, legal, HR, and corporate consulting through a one-stop-shop approach. Their experience with Serbian partners has been exclusively positive, Čop said.

At the roundtable discussion moderated by Maja Dragovic, editor-in-chief of The Adriatic, the participants looked at the untapped business opportunities in Slovenia, particularly in tourism and construction.
Mariča Lah, President of the Slovenian Chamber of Commerce, stated that the chamber, as a representative association of the commerce sector, accounts for 32% of Slovenia’s GDP, with commerce employing 16% of the workforce. The potential of commerce in Slovenia exceeds EUR 35 billion, primarily in food and beverages, followed by energy products and personal vehicles and equipment. Toni Balažič, CEO of Panvita, noted the average Slovenian consumer visits five different stores weekly and is one of the most price-sensitive. Slovenia and Serbia are not competitors but complementary, Balažič said, adding that the competitors come from Spain, Greece, and other countries.
How to get on Slovenian store shelves?
Tomislav Kramarić, president of the management board of Mercator, illustrated consumer differences with the example of flour, which barely occupies a shelf in Western markets, while the number of shelves with flour in Eastern European countries is significantly larger. Similarly, he said, the demand for red meat is much higher in Serbia than in Slovenia, where consumers prefer white meat. Jože Smolič, a member of Petrol’s management board, believes that Slovenian consumers like Slovenian products but ultimately buy what is most affordable and high-quality.

At the second roundtable discussion, moderated by ISR’s projects director Barbara Matijašič, participants looked at the differences between consumers in EU as well as across the southeast Europe.
Dušan Mitić, director at Tuš Slovenia, highlighted the travel time of products between Serbia and Slovenia, extended by border congestion, as a challenge for economic cooperation. Vukašin Petković, director of Corporate Affairs at Nectar Fructal Group, stated that cooperation is key when entering both markets. Bojan Knežević, CEO of Jaffa Crvenka, argued that focusing on continually new products that enhance the established offer is crucial when entering new markets. The differences between individual markets are significant, as illustrated by the diverse preferences of consumers in the UK, Germany, and Romania.
THE ADRIATIC
The Adriatic team has put together a brochure for the forum, highlighting the historical and business relations between Slovenia and Serbia. To access the full content click on the link.
Culinary meets diplomacy
editor
Nina Novak
An interview with Tomaž Kavčič, a renowned Slovenian chef and honorary consul of Serbia in Slovenia.
As the honorary consul of Serbia in Slovenia, how do you see the intertwining of the culinary traditions of both countries, and does this influence your culinary creations?
In everyday life, the influences of traditional Serbian cuisine in Slovenia may be more visible than those of Slovenian cuisine in Serbia, which has long operated in relative isolation, with the Orient having the greatest influence.
Traditional cuisine, and therefore gastronomy, in Slovenia, particularly in our region of Primorska, has always absorbed influences from Central European cuisine, with a distinct Germanic flavor enriched by Hungarian influences on one side. On the other side, it is influenced by Mediterranean cuisine, largely shaped by Venetian gastronomy, giving it a unique identity and authenticity. When Slovenia became part of a shared state, we embraced the culinary traditions from all parts of the former Yugoslavia, further enriching the cuisine of Primorska with these influences.
As I observe, this influence and blending of different cuisines from the broader region are not as evident in Serbia. However, Belgrade, a metropolis of two million people, is significantly more cosmopolitan and globally oriented in its gastronomy. I’m not referring to traditional Serbian cuisine, which is highly valued and sought after by visitors to Serbia, but to modern cuisine, which builds on local and seasonal principles, adapting preparation techniques to the basic goal of highlighting flavors and ingredients with minimal interference.
This approach is my guiding principle in culinary creation, which I want to share with my colleagues in Serbia. Fundamentally, I understand the role of honorary consul as that of a person who deeply respects the traditions of both nations. Cuisine is one of the foundations of tradition and the broader culture of a nation.
What is your philosophy regarding the use of local ingredients and traditional recipes?
My philosophy aligns with the fundamental principles of modern cuisine: local and seasonal. I’m fortunate to operate in a region where the Mediterranean, the Alps and Balkans meet, influenced by the Pannonian Plain. I work in a region shaped by over a thousand years of interaction between Germanic, Latin, and Slavic nations, where Austrian, Italian, and Slovenian cultures blend into a unique whole. These natural features have been passed down to me as a representative of the fourth generation of restaurateus in the Vipava Valley.
When the evening breeze enriches the Mediterranean aroma with essential oils from the Karst vegetation and the sun slowly sets where, viewed from the terrace of Zemono Mansion, the Alps descend to the plains towards the Adriatic Sea, my philosophy takes on a special dimension. Even when the cold bura wind blows everything far out to the open sea. When the wind calms down, a pleasant tranquility spreads again over the Vipava Valley. All of this forms the distinctive flavors of the produce and fruits of the land and waters, visible and palpable on the terrace of Zemono Mansion. We follow traditional recipes, constantly experimenting with new cooking techniques to highlight uniqueness and original flavor of produce.
How does your style differ from others, and what do you believe is the key to success?
My style is characterized by highlighting the fundamental flavors of the ingredients. I seek techniques that enable me to do this, either by refining them or sometimes creating my own. However, everything is based on the classical knowledge of cooking that I’ve gained from the tradition of four generations of restaurateurs—now slowly transitioning to the fifth.
It’s essential to understand that gastronomy is an integral part of hospitality, which encompasses much more than just food preparation. The essence of hospitality is guest satisfaction, ensuring they feel as comfortable as possible from the moment they enter our restaurant until they leave.
My style is also recognizable for its unique presentation and plate composition. Personal touches are evident in my culinary creations, distinguishing me from others.
How do you see the future of gastronomy in Slovenia, Serbia, and globally, and what role can gastronomy play in fostering collaboration and building strategic partnerships?
The future of gastronomy undoubtedly lies in respecting local and seasonal ingredients. We must not deviate from this almost overused phrase because gastronomy contributes to the most significant challenge of our times: reducing global warming. By strictly adhering to the principles of local and seasonal ingredients, we can reduce the carbon footprint of gastronomy. However, reducing the carbon footprint is no longer enough today. We need to adapt to climate change, learn to live with it, and protect ourselves from its destructive consequences.
Top-quality gastronomy relies on premium ingredients produced by local farmers and winemakers, who are increasingly impacted by global warming. Without protecting local producers from the adverse effects of increasingly aggressive natural disasters, high-end gastronomy will not be possible in the future.
Gastronomy in Slovenia, Serbia, and globally will need to work more closely with food producers and establish patterns of collaboration and operation that will ensure effective responses to the consequences of global warming at the local level. This represents one of the biggest challenges in building strategic partnerships.
Since high-end gastronomy always entwines personal and business connections, its strategic importance is also significant in this regard. We just need to harness it properly.
How does your work as an honorary consul influence your culinary creations, and conversely, how does your culinary expertise affect your role as a consul?
The title “honorary” reveals that this is not a professional role. My profession is gastronomy and, broadly speaking, hospitality. My knowledge in this field has little in common with my role as an honorary consul. However, gastronomy and hospitality are based on daily interaction and communication with people from different professions, backgrounds, and social statuses. This breadth has given me the ability to understand and accept individuals, diverse perspectives, and opinions from the local to the global level. It’s what helps me the most in effectively and correctly fulfilling my role as honorary consul.
I took on this role because I believe that Slovenia and Serbia can build on their traditionally good cooperation, especially the positive human relationships woven through business, family, and friendship ties across many historical periods and various challenges in interpersonal, interstate, and international relations.
I am honored to bring Serbia closer to Slovenia and Slovenia to Serbia, seeking opportunities for cooperation at all levels of society, starting with the economy.
Only direct and friendly communication enables understanding and recognition of diversity, which enriches us and does not divide or cause resentment and negativity.
By nature, I am an optimist, which was undoubtedly one of the reasons I accepted the role. I always infuse this optimism into the relations between Serbia and Slovenia in my role as honorary consul.
What has been the most unexpected or inspiring experience you’ve had throughout your career, and how did it affect your work?
Every working day brings something unexpected yet inspiring. When EU member state prime ministers gathered at Brdo pri Kranju during Slovenia’s recent EU presidency, German Chancellor Angela Merkel was particularly delighted with the dessert. Despite protocol, which usually does not allow this, she requested a second serving and invited me to her table to compliment and thank me in front of everyone.
We often host well-known figures from the worlds of sports, entertainment, and business at Zemono. We are direct and warm with them, just as we are with everyday guests—almost like friends but with respectful distance. Like all other guests, they must feel as comfortable as possible and leave with the best memories.
During the recent Milan Design Week 2024, Azimut Yachts selected me to prepare the reception for their prestigious event. We share values regarding creativity and worldview. Their newest vessel is entirely made from natural materials, aligning with my commitment to the principle of local and seasonal. When a company like this recognizes your work by engaging you for such a significant business event, it is definitely an inspiring experience.
Moments like these give me energy for further work. As long as I believe they will continue to happen, I will persist in this profession, which is magical in its own way, filling me with life satisfaction and a sense of achievement. I could write a book about all of this. Perhaps I will.
THE ADRIATIC
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The forgotten pioneer of a popular form of data visualisation
editor
Jure Stojan, DPhil
“Sparklines are small, intense, word-sized graphics with typographic resolution”, writes Edward Tufte, a guru of data visualization and information design. He is also widely recognized as the father of sparklines, outlining their core principle (“Graphics can be shrunk way down”) in his 1983 textbook The Visual Display of Quantitative Information.
Sparklines also led to a clash between Tufte and Microsoft when the software company tried to patent the concept in 2008. This form of visualisation is typically used to present trends and variations associated with some measurement (such as financial market movements or patient vital signs). Unlike typical charts, sparklines are meant to be grouped together or embedded in text, allowing for efficient communication of data trends and patterns without the need for detailed analysis.
Interestingly, an early precursor to sparklines can be traced back to the work of Arthur Schwäger Freiherr von Hohenbruck (1837–1902), an Austrian aristocrat (baron) and botanist (today, the gentleman is mostly remembered as the husband of the women’s rights activist Prisca von Hohenbruck). In an article of 1898, von Hohenbruck used small bar charts within the cells of a larger statistical table, comparing the yield of the 1897 wheat harvest with the average of the preceding ten years.
From a quick analysis of the data visualisation, one can observe that there are differences in the wheat production across different regions of the Austrian crownlands. These included several parts of the Adriatic (Krain – Carniola, now a major part of Slovenia; Görz – Gorizia, a region named after a border town in what is today Italy but otherwise shared with Slovenia; Istrien – Istria, currently divided between Italy, Croatia, and Slovenia; as well as Dalmatien – Dalmatia, now part of Croatia). Despite the varied and sometimes quite productive yields of these individual regions, their combined contribution was a small fraction of Austria’s total yield, highlighting the vast agricultural output of the other regions within the empire.
Source: Statistische Monatsschrift (the official organ of the Statistische Zentralkommission, the Imperial-and-Royal Statistical Commission), January 1898
THE ADRIATIC
This article was originally published in The Adriatic Journal: Strategic Foresight 2024
If you want a copy, please contact us at info@adriaticjournal.com.
Enhancing healthcare productivity and resilience
editor
The Adriatic team
The Society of Healthcare Economists in Slovenia convened last week to address critical issues plaguing the country’s healthcare sector. Central to the conference’s discussions was the imperative to monitor and evaluate the productivity of healthcare providers comprehensively. Participants advocated for a dual approach, focusing on both individual practitioners and multidisciplinary teams. This, it was argued, would offer a nuanced understanding of healthcare delivery efficiency from various perspectives.
The Society of Healthcare Economists in Slovenia convened last week to address critical issues plaguing the country’s healthcare sector. Central to the conference’s discussions was the imperative to monitor and evaluate the productivity of healthcare providers comprehensively. Participants advocated for a dual approach, focusing on both individual practitioners and multidisciplinary teams. This, it was argued, would offer a nuanced understanding of healthcare delivery efficiency from various perspectives.
In her welcoming speech, the president of the society, Helena Ulčar Šumčić, emphasised the importance of establishing a resilient healthcare system capable of effectively responding to crises. Recognising that a shortage of human resources undermines the system’s responsiveness, she said the investments in infrastructure, equipment, and digital technologies are pivotal to bolster resilience.
Legislative reforms also featured prominently in the discussions. The health minister Dr. Valentina Prevolnik Rupel pointed out that four laws and a number of subsidiary acts have been adopted during her short tenure, but more is needed. She stressed the need for all stakeholders to collaborate to ensure the efficiency of the healthcare system.
Participants called for amendments to current laws to regulate physicians’ employment, particularly within the public sector, emphasising tripartite agreements (both institutions and employees) and unified pricing for services in the public interest. Additionally, the need for regulatory frameworks governing wages, sick leaves, and flexible remuneration to ensure fair and efficient employment practices were also highlighted.
Another key tenet of the discussions was the pivotal role of motivated, competent workers across all generations. Participants advocated for intergenerational knowledge transfer and cooperation to harness the full potential of healthcare personnel.
To ensure financial sustainability, redefining the relationship between healthcare financing sources and optimizing the scope of rights funded from public funds was also proposed. Speakers stressed the importance of systemic changes to curb rising absenteeism and underscore the significance of effective implementation and evaluation mechanisms for healthcare policies and programs.
Furthermore, participants highlighted the importance of strategic planning, effective investment management, and clear project guidelines for successful implementation of healthcare investments. They advocated for a robust secondary network of public healthcare aligned with population needs and existing capacities.
Importantly, the debates at the conference challenged the notion that positive business outcomes alone should define the success of healthcare directors. They contended that factors such as service types, payment structures, and patient complexity must also be considered.
In navigating the ongoing healthcare crisis, the conference participants emphasised the need for shared goals, clear vision, and strengthened regulatory oversight. It was argued that these strategies are fundamental to steering the healthcare sector towards greater productivity, resilience, and success. Consequently, the role of the system regulator needs to be strengthened.
THE ADRIATIC
A Cycling Odyssey through the Western Balkans
editor
Maja Dragovic
Photos by Matevž Hribar
In the ever-evolving landscape of global travel, where adventure intertwines with sustainability, one cycling route stands out as a beacon of exploration. The Trans Dinarica Cycle Route, an ambitious trail spanning all eight countries of the Western Balkans, has garnered well-deserved recognition as one of Lonely Planet's Best in Travel experiences for 2024.
This 3364-kilometer (2090-mile) odyssey beckons with the promise of breathtaking landscapes, cultural immersion, and sustainable exploration. Winding its way through Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Albania, North Macedonia, Kosovo, and Serbia, the Trans Dinarica unveils a tapestry of mountain ranges, the azure embrace of the Adriatic Sea, and the serenity of lakes and rivers. The route, carefully curated for exploration of UNESCO sites, national parks, and villages, embodies a commitment to responsible travel.

Border to GeoKarst
The journey kicks off in the northwest corner, tracing the Italian border with the majestic Julian Alps in the background. As cyclists pedal their way through the picturesque Goriška Brda wine region, the Trans Dinarica then reveals the wonders of Slovenia’s UNESCO-recognized GeoKarst Region. Every twist and turn in the trail presents a new chapter in the unfolding narrative of this diverse and culturally rich region.
Jan Klavora, from Good Place, a cycling and outdoor tour operator that is the route’s organiser, shared insights into its unique appeal.
“The route is special because it gives travelers a sustainable way to see some of the most special parts of the Western Balkans at a relatively slow pace,” Klavora explained. “There is more time for interaction with the landscape, cultures, food, and people along the way.”
Community connections
For the creators of the Trans Dinarica, the route’s geographic features are intricately tied to the warm welcome from the communities it traverses.
»The people along the route were the highlights«, Klavora reflects. »In every country, city, town, and village people invited us in to have coffee and share the idea of the cycle route«, he explains enhtusiastically. »In each case, they were pleased to learn that they would soon be welcoming more people into their communities and would have the chance to share their heritage with the world.«
In a region that grapples with exodus of its people, the route provides an incentive for locals to remain within their communities. As Klavora concludes, »the route provides families in cities, towns, and remote areas the opportunity to be a part of the tourism economy as they welcome adventurers.«
In the realm of cycling adventures, the Trans Dinarica Cycle Route isn’t just a physical journey but a transformative odyssey where the true treasures lie in the people who call this region home. As Lonely Planet heralds its inclusion among the Best in Travel experiences for 2024, the Trans Dinarica beckons intrepid cyclists to embark on a voyage of discovery, pedaling through the heart of the Western Balkans and leaving lasting memories etched in the landscapes and hearts along the way.
THE ADRIATIC
This article was originally published in The Adriatic Journal: Strategic Foresight 2024
If you want a copy, please contact us at info@adriaticjournal.com.
BURN AFTER REUSING
editor
The Adriatic team
Europe is facing a significant waste problem. In 2021, a staggering 54 million tonnes of waste ended up in landfills without any prior sorting or recycling. On average, Europeans produce up to five tonnes of waste per person, but only about a third of that gets efficiently recycled. Slovenia, once hailed as the “Green Capital of Europe,” is now grappling with an overwhelming accumulation of waste that recycling companies are struggling to handle due to the society’s increasing consumerism.
One seemingly intuitive solution to this problem is to burn the waste. While considered taboo and questionable by many, several countries have differing legal frameworks regarding waste incineration. Austria and Germany stand out with their stringent standards in this regard. Burning waste isn’t an end in itself; it’s seen as a viable alternative fuel source that can be utilized locally, reducing the need for importing fossil fuels. In these countries, society has largely accepted waste incineration as a necessary means of disposing of waste that has no further use.
There were initially concerns among Austrians about using waste as fuel. Dr. Roland Pomberger, a leading expert on waste management at the University of Leoben, emphasised this at the event organised by the Institute for Strategic Solutions in Ljubjana, that focused on Slovenia’s mounting waste crisis. “It’s a process,” he said. “However, after the establishment of the first incinerator, it became evident that there were no adverse effects.” An important development that ultimately contributed to the decision was Austria’s 2004 prohibition on landfill dumping, a move endorsed by the Ministry of the Environment.
Green and clean
It’s worth backtracking to note that the solution isn’t as simple as just “burning waste”. There’s the added layer of complexity: ensuring that the process doesn’t harm the local population – a fact Dr. Pomberger and many of his countrymen are keenly conscious of. Within the framework established by the EU to regulate the legal and technical aspects of waste incineration and coincineration, there’s no scientific evidence directly linking these practices to environmental or health concerns. Provided they adhere to EU standards.
It’s expected that EU member states will have to recycle at least 65% of all communal waste by 2035 and limit the amount of waste that ends up at landfills to maximum 10%, according to Dr. Filip Kokalj from the University of Maribor. He also pointed to incineration as an alternative solution that allows waste to be processed into energy for the needs of the general public.
The alternative lies in either importing fossil fuels or exporting waste, both of which contribute significantly to carbon emissions. “We’re compelled to ship waste abroad, despite the potential to utilise it for our energy needs,” stated Dragan Trivunčević, spokesperson for waste processing company VOKA Snaga. Due to inadequate infrastructure in Slovenia, the country exports waste to Bosnia, Croatia and Hungary. “A considerable portion,” added Darja Figelj, CEO of Interzero, “eventually finds its way to the Third World, where efficient and clean waste processing facilities are often lacking.”
Stuck in neutral
However, the solution in Slovenia is far from straightforward. Franc Dover, CEO of Snaga Maribor, cautioned that society’s excessive consumerism and insufficient capabilities pose significant challenges: “In services like waste management, addressing all challenges isn’t feasible solely through the efforts of one company,” he emphasised, calling for a systematic approach.
Bernarda Podlipnik, from the Slovenian ministry for the environment, disclosed that in 2012 the government planned to construct incineration plants in Ljubljana and Maribor, but the projects were put on hold.
In Ljubljana, there were three viable locations identified for incineration plants. In 2007, Energetika Ljubljana, an energy company, conducted studies on these potential sites, deeming two of them suitable. “The first was adjacent to the existing thermal power plant in Ljubljana, and the second was along Letališka cesta,” stated Gregor Golja of the company. Plans and initial studies were already in place for these locations, with only the thermal power plant remaining in consideration. In 2022, Energetika Ljubljana swiftly revisited the 2007 study, concluding that the previously excluded site near the Barje landfill was more suitable. “At that time, the planned thermal capacity of the incineration plant was around 40 MW. However, following the construction of the regional waste management centre RCERO and the potential importation of waste from two other regional centres in Jesenice and Zasavje, the thermal capacity would nearly double to 73 MW.”
Ultimately, every organic substance in nature becomes a source of energy sooner or later. “While thermal utilization may be at the bottom of the hierarchy, we cannot avoid it,” argued Dr. Tomaž Vuk, CEO of Alpacem Cement. “Every society will only succeed if it can efficiently solve its problems. It makes sense to address the issue as close to its origin as possible to avoid transportation. Therefore, we must also consider thermal utilisation where energy is needed, such as in large industrial facilities where energy drives production processes.”
Strategic sustainability reporting: Practical insights for small and medium enterprises
editor
Barbara Matjašič
JOURNALIST AT THE ADRIATIC
The record-breaking temperatures of 2023, alongside natural hazards like floods, landslides and droughts in the Western Balkans, underscore the urgent risks posed by climate change, pollution, and other environmental pressures. Climate change poses a universal threat to businesses, affecting entities of all sizes and industries. Small and medium enterprises (SMEs), which play vital roles in innovation, economic growth and job creation, are especially vulnerable due to their limited resources and susceptibility to global market shifts. Disruptions in supply chains, raw material shortages, and increasing financing and insurance costs for their operations, make it crucial for these businesses to implement sustainability measures promptly.
Where to start?
A strategic starting point is conducting a climate risk assessment and adjusting business models to align with emerging sustainability standards. These steps are critical as they not only mitigate the impacts of climate change but also position businesses favorably in a market that increasingly values sustainable practices.
To support SMEs in these efforts, the European Financial Reporting Advisory Group (EFRAG) has introduced two exposure drafts 1 on sustainability reporting standards for SMEs. The first draft targets SMEs with publicly traded securities (bonds, shares and other), small and non-complex institutions (SNCIs), captive insurers and reinsurers, collectively known as LSMEs. ESRS LSME ED will become mandatory on January 1, 2026, but companies can choose to delay compliance for two years. Its goal is to establish reporting requirements that match the scale and capabilities of LSMEs, making it easier for them to access financing and ensuring they are not unfairly treated by financial markets through standardized sustainability information. The second draft aims to help non-listed SMEs (micro-, small- and medium-sized enterprises) efficiently handle requests for sustainability information from banks, investors, and other business partners. Known as VSME ED, it provides a simplified reporting tool intended to unify the current varied environmental, social, and governance (ESG) data requests, reduce the number of these requests and help these companies to better connect with lenders, investors, and clients.
Both standards serve as a preliminary guide for data collection and are a precursor to more stringent reporting requirements expected by mid 2024. While compliance with this standard is not yet mandatory, it signals the direction of European regulatory expectations and helps businesses prepare for future obligations.
A kind reminder: On July 31, 2023, the European Commission adopted the European Sustainability Reporting Standards (ESRS), which will be applied by all companies subject to the Corporate Sustainability Reporting Directive (CSRD). The Commission later acknowledged that small and medium-sized enterprises (SMEs) might not have the same resources as required by the CSRD for large companies. To assist SMEs in meeting these requirements, EFRAG got involved and developed a simplified version of the ESRS, tailored to the smaller size and specific needs of SMEs. Generally, other standards such as the Global Reporting Initiative (GRI), ISO standards by the International Organization for Standardization, and the International Sustainability Standards Board (ISSB) are aligning with EFRAG’s expectations, as these organizations strive for interoperability. To this end, they have signed coordination memorandums.
Despite the current voluntary nature of ESRS LSME ED and VSME ED standards, it is anticipated that they will become essential benchmarks in European procurement and sustainability initiatives. SMEs will need to disclose specific Environmental, Social, and Governance (ESG) indicators, particularly when part of larger supply chains, underscoring the importance of proactive engagement in sustainability reporting.
To navigate these upcoming changes, companies are advised to seek expert guidance. Our consultancy specializes in assisting organizations to develop their sustainability reporting strategies effectively. Our team not only aids in report preparation but also equips businesses with the necessary knowledge to manage compliance efficiently. “Our job is to dispel fears and preconceptions about sustainability reporting. Yes, it can be done even without large, specialised departments. Yes, it can be a source of competitive advantage for small firms. An SME itself, ISR understands the unique challenges and opportunities of this class of enterprises.” says Jure Stojan, partner and director of development and research at ISR.
In conclusion, early preparation for sustainability reporting is not just about compliance; it’s about securing a competitive edge in a fast-evolving corporate landscape where sustainability is central to business success and resilience.
1 https://www.efrag.org/News/Public-479/EFRAGs-public-consultation-on-two-Exposure-Drafts-on-sustainability-r
North Macedonia's high hopes
editor
Andraž Tavčar
JOURNALIST AT THE ADRIATIC
Mention cannabis and our minds turn to a healthcare industry now worth billions. Its leaves used as a balm to treat the ailing, the plant has proven remarkably versatile in addressing a range of health issues. Clinical research has demonstrated its effectiveness in managing chronic pain and patients with debilitating conditions like multiple sclerosis have found relief in its ability to reduce muscle spasms and stiffness. Moreover, it holds promise in mitigating the severe weight loss and nausea associated with chemotherapy, offering some semblance of comfort to cancer patients.
Europe’s emerging cannabis market
The landscape went from a hidden pastime to a hive of legitimate commerce – red eyes no longer a product of a weed-induced haze, but the relentless glare of market charts. In Europe alone the industry’s growth has been significant, with its value reaching approximately $8 billion in 2023. The use of cannabis, once on the margins of medicine and society, has now moved to the forefront, with the industry projected to grow at a compound annual rate of approximately 15% between 2023 and 2027.
Across the Atlantic, the United States has already witnessed the lucrative waves of this ‘green rush’. After the 2008 economic recession forced cuts to law enforcement budgets, the financial crisis heralded a marked change in policy towards the substance. By 2012, with medical cannabis available in 18 states, voters in Colorado and Washington approved cannabis for recreational, not just medical, use.
Today, with a market valued at a USD 33 billion and legal frameworks supporting both leisure and medical applications in most states, it offers a glimpse into Europe’s potential. With a vast population of 750 million residents and a legal framework that’s progressively evolving, Europe is on the cusp of a major growth in its own cannabis industry, potentially surpassing the strides made in the U.S.
Shifts and challenges
North Macedonia is working to position itself as the main exporter of medicinal cannabis in the region, legalising the substance for medicinal use in 2016. Even legalisation of recreational use wasn’t off the table, according to the country’s Prime Minister at the time, Zoran Zaev, who promised to transform the country into an “Amsterdam in the Balkans.” But the COVID pandemic and subsequent criticism by the opposition and calls for investigations into Zaev’s personal interest in the industry, after one of his relatives was found to have obtained a growing license, seem to have put a stop on North Macedonia’s ‘green’ ambitions.
Bojana Paneva, a senior associate at the Karanovic & Partners, a law firm specialising in Southeast Europe, noted that the country saw several legislative shifts on legalising the substance, especially with a key draft law brought before the parliament in 2019, which was expected to be adopted in early 2020.
“The adoption of the draft law was postponed due to the COVID-19 pandemic, as well as due to certain blockages of the parliament at the time,” she says. In September 2020, the Government proposed a new version of the draft and in December, PM Zaev introduced an ambitious action plan titled “Action 21 – for European standards at home.” The plan outlined 10 major projects and initiatives slated as priorities for 2021, with the economic development of cannabis ranking fifth on the list.
“At the time, decriminalisation and total legalisation of cannabis were seriously considered, and the Government had a mainly optimistic view on the matter,” she says, adding that the government went on to form a working group dedicated to regulating and utilising cannabis. “The working group had several meetings during 2021, where the terms ‘decriminalization,’ ‘legalisation’ and ‘depenalisation’ were defined, and the Canadian experiences on the medical and personal use of cannabis were discussed.”
In 2018, Canada legalised cannabis, a move that significantly boosted its stature in the medical cannabis industry. This decision has led to a substantial economic impact, contributing USD 43 billion to Canada’s GDP and creating 151,000 jobs from 2018 to 2021. Cannabis retail outlets have become a common sight in prime Canadian locales. Major players based in Alberta and Ontario have also taken their medical cannabis operations to the European market.
Stalled progress
Paneva informs us that as of March 2021, the draft law on cannabis in North Macedonia was revoked, and there have been no further developments as of 2023. The government had ambitious plans from 2022 to 2024 to establish a comprehensive system for cannabis management and to leverage its various benefits, but those are yet to materialise. One of the crucial aspects of the agenda for the cannabis industry, establishing a special agency for cannabis for Medical and Scientific Purposes, tasked with overseeing the cultivation and production of cannabis for significant applications, remains an idea.
Paneva points out that the stagnation in legal reforms has had a detrimental effect on the industry. Companies holding licenses to grow cannabis are caught in a legal grey area, especially regarding the export of dried cannabis flowers. There’s confusion about whether they’re allowed to export or not. Local companies have been seeking clarity from the Assembly of North Macedonia on the issue, yet, as of 2023, “no such authentic interpretation has been provided.”
Budding prospects
Despite regulatory hurdles, RHpharma has managed to carve out a successful production network. A quick perusal of their website reveals the company’s guiding philosophy. Front and center in their product showcase section, where they present an array of cannabis extracts with various CBD dosages, is the evocative quote by Oscar Wilde: “Health is the first duty in life.”
Emilija Gacovski, deputy head of production, pointed out the favourable conditions for business in North Macedonia. “The cost of labour here is more affordable compared to other Balkan countries, and this applies to both highly educated professionals and workers with lower levels of education.” She adds that setting up a business in the country is easy. “For instance, while obtaining a building permit in Greece might take over two years, including all the necessary bureaucratic procedures, in Macedonia, these processes can be wrapped up in just 6 to 9 months.”
But, Gacovski points out, there are challenges when it comes to obtaining permits for the medicinal cannabis production. She notes the industry’s relative infancy in Europe, particularly in contrast to other regions where distinct regulatory bodies oversee cannabis. In Macedonia, the responsibility falls to the Agency for Medicines (MALMED), which issues permits for medicinal cannabis extract. The process for cultivating medicinal cannabis flower is even more complex, requiring approvals from multiple entities, including the Ministry of Health, Ministry of Agriculture, and MALMED.
She suggests “it would be necessary to set up a separate, autonomous agency for cannabis that would offer professional oversight, inspection and regulation in this field.”
Companies in Macedonia have appealed to the government multiple times to establish a dedicated agency, arguing it is crucial for the industry’s regulation and growth. The law, however, has not been changed for over a decade.
Despite these difficulties, Gacovski’s outlook remains positive. “Our focus now is on the German market, which is, according to global statistics, the largest consumer of medical cannabis flower,” she says. This strategic move is supported by the company’s thorough work in securing all the necessary permits and achieving quality certifications, particularly the coveted German GMP Certification.
While she acknowledges that the demand for medical cannabis extracts isn’t as robust at the moment, she believes that “once the benefits of cannabis extracts are more widely recognised, we anticipate a growing demand for these products.”
The time to rebuild Ukraine is now
editor
Photo: Boštjan Podlogar/STA
“The private sector possesses the power to mobilise much-needed investments,” emphasised the Slovenian Minister of Economy Matjaž Han, setting a tone at the onset of the event Rebuild Ukraine: Opportunities for Slovenian Business. Held at the Hotel Kompas in Kranjska Gora on March 22, the conference was organised by SPIRIT Slovenia, the Embassy of Ukraine in Slovenia, and the Institute for Strategic Solutions (ISR), with the aim to encourage joint efforts towards rebuilding Ukraine whih has been devstated by the conflict with Russia.
Echoing the minister’s sentiment, Tomaž Mencin, coordinator for Ukraine’s reconstruction at Slovenia’s Ministry of Foreign Affairs, added: “The idea of rebuilding and reconstructing Ukraine is based on stimulating the private sector.” The urgency to get involved was underscored by speakers at the event, as Anatolii Komirnyi, Ukraine’s Deputy Minister of Infrastructure, revealed that nearly the country’s critical infrastructure has been destroyed by the war.
Despite the onging conflict, Roland Žel, Director of the Directorate for Defence Policy at the Slovenian Ministry of Defence, stressed the urgency of starting reconstruction efforts promptly. “We must start reconstruction now, as this is important for the European economy and therefore for the Slovenian economy,” he stated.
Gearing up for reconstruction efforts
Mitigating the risks of doing buisness in a war-torn country, Gašper Jež, an expert in direct financing at SID Bank, assured participants of support for Slovenian companies in insurance, risk management, and international transactions. “Slovenian companies are well-positioned to secure a majority share of contracts if they seize the opportunity to assist in the reconstruction,” Jež emphasized.
The European Union will also contribute substantially to Ukraine’s reconstruction, assured Nataša Goršek Mencin, Deputy Head of the Representation of the European Commission in Slovenia, presenting a plan worth EUR 50 billion for the period 2024-2027.
Insights from the ground
At a roundtable discussion, moderated by Tine Kračun, director of ISR, participants from the Slovenian companies that are already operating in Ukraine, explored the prospects of collaboration and investment in Ukraine’s reconstruction efforts.
Representatives from Nazovni Tech, a non-governmental organization working closely with Ukraine’s Ministry of Foreign Affairs, explained their mission to integrate scientific expertise and public initiatives for Ukraine’s recovery. “We are a non-governmental organization, a platform for recovery. Our mission is incorporating scientific expertise and public advancements, public initiatives and coordinating government action to explore more social science in recovery of Ukraine,” they stated. Emphasizing their role in project assessment, they highlighted their commitment to facilitating the adaptation and implementation of relevant techniques and methods.
“It’s a really huge country with great perspective in green and technological developments. So, stay committed, show support, and just try get over the risks with a focus on long-term collaboration.”
Riko, engineering company with a 20-year presence in Ukraine, shared their experiences amidst the conflict. Despite challenges, including the loss of a colleague, the company remains committed to Ukraine’s development. They have shifted their focus to environmental and infrastructure projects, aligning with Ukraine’s modernisation goals. “It’s a really huge country with great perspective in green and technological development. So, stay committed, show support, and just try get over the risks with a focus on long-term collaboration,” Katarina Kumelj, project manager at Riko, affirmed.
Duol, a global producer of fast-directed structure support, emphasized the urgency of addressing immediate needs in the country. “For us at the moment top priority is the logistic support to the Ukraine in terms of the temporary accommodation facilities,” emphasized Dušan Olaj, the company’s director and owner. Stressing the importance of staying updated to monitor current situations effectively, he highlighted the need for adaptability in navigating the evolving landscape.
Kontron’s focus is providing support for critical infrastructure, particularly in terms of telecommunications, transportation, railways, and energy. The company, a member of the Austrian group Kontron AG, provides information and communication solutions and has been present in Ukraine since 1995. Robert Kuzmič, director of Kontron, emphasized the significance of revitalising projects but advised businesses to be prepared for challenges in the Ukrainian market. “My message to those who want to do business, don’t expect a 100% advance payment for your product in the Ukraine market. So try to ensure finance and your job is granted, don’t wait too long, and be ready to take the risks for any operation.«